Wednesday Jan 11, 2023

Ep. 72: Traverse City Whiskey Co. with Founder Chris Fredrickson

Traverse City Whiskey Co. (TCWC) was started as both a hobby and a business by Chris Fredrickson and a couple of friends. They started as many do, by buying aged MGP and selling it while building their own distillery. 

A decade later, depending on the product, the MGP percentage is at 10%, or even lower. What they are buying from MGP - when they buy - is unaged distillate to their own specifications and needs. Their rye blends their own Michigan-distilled 100% rye with MGP's 95/5, for example. 

Traverse City is also the cherry capital of the world, something Chris knows as a third-generation cherry farmer. Montmorency, Balaton, sour or sweet, Chris and TCWC know their cherries. The cocktail cherries are an in-house recipe and the only cherries I use in my cocktails, and the annual Cherry Whiskeyfest they throw is not to be missed. 

The best part - my favorite part - of TCWC is that each product is for a different audience. The Barrel Proof whiskies aren't simply out-of-the-barrel versions of the lower proof ones; they're aged longer and in different parts of the warehouse. Their North Coast Rye is closer to a 50/50 mix of MGP and TCWC distillate, not a proofed-down Barrel Proof Rye. Targeting consumers is nothing new - targeting them in a way that differentiates you is. 

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Before we jump into the interview just a few quick notes:

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Thanks for reading! Now here’s Chris Fredrickson of Traverse City Whiskey Company.

Traverse City Whiskey Co.

Reviews

Thanks to our Presenting Sponsor, ImpEx Beverages

Thanks to our Sponsor, Scotch Malt Whisky Society

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